Social platforms are continuing to add ways for young creators to make money, and connect with brands and fans…
TL;DR:
- YPulse research shows the majority of Gen Z and Millennials are nano-creators—and social platforms have been finding more ways to help them monetize their content
- OG platforms are launching features that allow creators to craft pitch decks and navigate brand partnerships
- New apps with a focus on paid creator content continue to roll out
From virtual tip jars to cash bonuses, we told you about the many ways that online platforms have been adding payment funds and tools to attract online creators from competitors. Companies like Patreon and OnlyFans have thrived in the last two years, and YouTube, Instagram, Twitter and more have been launching bonus programs and paid content opportunities. YPulse’s New Content Creators trend report found that the majority of Gen Z and Millennials are nano-creators who see social media as a legitimate route to making money–and platforms’ focus on monetization is only continuing. From creating programs to help young creators craft pitch decks and find brand partnerships to new subscription services, here are three more ways that social media brands are adding monetization tools for young creators:
YouTube Media Kits
In January, YouTube rolled out a program to help content creators craft pitch decks and more resources to aid their brand partnerships, which they launched through their YouTube Partner Program. In a Creator Insider video, product manager Alina Verbenchuk unveiled a Media Kit, which is a new feature on YouTube Studio’s monetization tab that auto-generates customizable pitch decks for creators’ accounts. Verbenchuk told Tubefilter: “In the past few years, we’ve seen tremendous growth in brand-sponsored content, and we’ve been investing in tools and features to enable better experiences and more transparent systems for creators, brands, and viewers.” Meanwhile, YouTube announced that it would be shutting down its original content group as it focuses on “investments that can make a greater impact on more creators.” In the same month, the company announced they were testing out new monetization features for creators on YouTube Shorts through branded content deals via BrandConnect, which is YouTube’s program that matches creators with brands. Additionally, they’re “in the early phases of testing how shopping can be integrated with Shorts.”
Instagram Subscriptions
Earlier this year, the OG influencer platform launched Instagram Subscriptions to give its creators more ways to make money. In January, the social network began testing the feature with a small group of creators in the U.S. who were able to offer their fans and followers paid access to exclusive Instagram Live videos and Stories. Through the function, creators are able to choose their own price points for access to their content. They have the ability to choose from eight price points which range from $0.99 to $99.99 per month. Some of the creators who were able to test the new feature in its early phases includes @alanchikinchow; basketball player @sedona._; astrologer @alizakelly; dancer/actress/model @kelseylynncook; digital creator @elliottnorris; Olympic silver medalist @jordanchiles; gymnast and creator @jackjerry; spiritual coach and artist @bunnymichael; XR creator @donalleniii; and digital creator @lonnieiiv. The “business model” is a replication of the already existent Facebook Subscriptions. According to Insta, “With Instagram Subscriptions, creators can develop deeper connections with their most engaged followers and grow their recurring monthly income by giving subscribers access to exclusive content and benefits, all within the same platform where they interact with them already.”
Roll
While established platforms like YouTube and Instagram have launched their own features to support and reach young creators, Roll is a newer platform that is allowing users to monetize content directly on their camera roll. Launched at the beginning of this year and billed as a new way for creators to monetize their content outside of platforms like Patreon and OnlyFans, Roll wants to take the pressure out of uploading polished, Instagram-worthy photos by paying creators for publicizing their camera roll. Roll mimics the design of Apple’s camera roll, and creators can upload photos or videos from their camera roll to a Dropbox-like tool that will populate the content to their Roll profiles in real time. No interaction is enabled on the platform, meaning no likes, comments, or messages—just a judgment-free sharing zone. To monetize their content, creators can set their own subscription prices anywhere from $5-$50, with Roll taking a 20% cut of their earnings. Roll says it has already garnered 200 million followers, including a creator roster featuring Tana Mongeau, Airrack, Dillon Francis, Sommer Ray, and Stranger Things star, Noah Schnapp. As of now, Roll will remain invite-only. Roll CEO Erik Zamudio told TechCrunch: “[Roll] removes that expectation of super high quality content and lets creators be the most real version of themselves.”
YPulse Business users can access the full New Content Creators trend report and data here.
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